11 Honore

11 Honoré emerged in 2017 as an e-commerce platform focused on providing luxury, designer fashion for the plus-size market. The company was co-founded by Patrick Herning and Kathryn Retzer, aiming to address the significant gap in high-end apparel for women seeking sizes 10 through 24 and beyond. Herning's background is a blend of technology and communications; he began in tech during the late '90s before transitioning to marketing and founding his own communications agencies. This combination of experiences provided the foundation for launching a digitally native, brand-focused retail business. The idea for 11 Honoré was sparked while Herning was working on a project for a plus-size fashion brand, where he identified a passionate, yet underserved, customer base.

The company operated as a direct-to-consumer e-retailer, functioning as a multi-brand marketplace for designer clothing. Its business model centered on partnering with luxury designers—many of whom had never offered extended sizing—and facilitating their entry into the plus-size market. To remove barriers for these brands, 11 Honoré often provided in-house resources for pattern development and technical fit, ensuring the garments were constructed appropriately for a plus-size figure. The platform started with about 15 brands and expanded to feature nearly 90 within two years, including names like Carolina Herrera, Prabal Gurung, and Diane Von Furstenberg. Revenue was generated through the sale of these curated designer pieces. In addition to its marketplace, the company launched its own in-house private label in 2020, offering a collection of modern, essential pieces.

A significant part of the company's offering was its high-touch personal styling service, which catered to a diverse clientele and became a core component of the business. This service provided personalized shopping experiences, driving customer loyalty and high average order values. The company gained considerable traction, securing $10 million in a 2019 funding round with investors like Nordstrom, Greycroft, and Forerunner Ventures. This investment fueled growth in its styling services and brand partnerships. A major milestone was its size-inclusive runway show at New York Fashion Week in 2019, which helped to shift industry perceptions. In June 2022, 11 Honoré was acquired by Dia & Co, a leading inclusive fashion platform. The acquisition aimed to create a single destination for plus-size shoppers across a wide range of price points and styles. Following the deal, Patrick Herning joined the Dia & Co team to continue focusing on luxury brand collaborations.

Keywords: plus-size luxury fashion, size-inclusive retail, designer clothing, e-commerce marketplace, Patrick Herning, Kathryn Retzer, high-end apparel, extended sizing, direct-to-consumer, fashion tech, personal styling service, Dia & Co, inclusive fashion, luxury e-tailer, Nordstrom, brand partnerships, New York Fashion Week, Prabal Gurung, Carolina Herrera, size 12-26 clothing